THE LOGO

LOGO EVOLUTION

GENERAL

Compared to the 2021 logo, the latest logo has now been

Revised and has been adapted to the new brand positioning.

The reduced presentation without shadows and borders

creates a more modern and appealing character.

As Amicelli is a registered trademark, it is very

important that the registered mark ® is

always communicated together with the logo.

The registered mark should therefore never

be removed from the logo.

EXCEPTION: If Amicelli is written as a word, the

registered trademark does not have to be included

LOGO COLOUR & BACKGROUND

GENERAL

The Amicelli logo, as the most important element of the brand’s visual identity,

should always be at the forefront of any visual communication.

It must be used in its original form without any alterations,

as it holds the highest priority in the design process.

The logo should preferably be used in

brown on a lighter background to make it stand out.

In exceptional cases it can be used in the inverted version -

white - on a darker background.

LOGO VERSIONS

PACKAGING

The Amicelli logo is available in different variants

for its usage on the packaging:

• word mark only without background
• with brown swoosh background
• with brown swoosh background including product image of the wafer roll and its ingredient

These are to be used according to the medium.

On the facing of the packaging, we always use

the logo with the product image.

On the lid the logo is decoupled from the

product image and placed on its own.

On the side of the packaging, we show

the logo completely without roll.

LOGO POSITIONING

PACKAGING

The hexagonal packaging is iconic

for Amicelli, but also allows for the

packaging to turn on shelf.

The product packaging might therefore not

always be positioned in the prefect front view.

To make sure, that the logo is seen

from all sides, the logo should be integrated

on the following packaging sides.

Local variations   due to legal restrictions

might be possible but need to be discussed

with Global Product Management.

LOGO DO's & DONT's

PACKAGING

LOGO SIZE & POSITIONING

COMMUNICATION

The logo size depends on the respective format.

The standard size is based on a portrait format

DIN A4 with a logo height of 12mm and width of 52mm.

(The logo width should always be approximately 1/4 of the visual size)

The logo is always positioned in the centre.

The preferred position is at the bottom.

However, the logo can also be moved along the

vertical axis to the top of the visual.

A minimum distance to the horizontal edge, whether

at the top or bottom, should always be maintained.

This minimum distance to the lower or upper edge should be 20mm in portrait format and 15mm in landscape format.

PLEASE NOTE:

Prioritize readability and contrast when choosing the logo position. Whenever possible, avoid overlapping  the logo with important parts of the image such as products or faces.

PROTECTION ZONES:

The logo has defined protection zones in all directions.

The minimum distance to the horizontal edges from the logo is

20mm in portrait format and 15mm in landscape format.

The minimum distance to the vertical edges from the logo is

50mm  in portrait format and 100mm in landscape format.

FURTHER EXAMPLES - DOCUMENTS & OTHER FORMATS

LOGO DO's & DONT's

COMMUNICATION

DO's

DONT's